Apple has quietly removed a promotional image for its new iPad mini in South Korea after the hand gesture featured in it sparked an unexpected controversy.
The image showed a hand gripping the ultra-thin tablet between the thumb and index finger, a pose meant to highlight the device’s slim 5.4mm profile. In South Korea, however, that same gesture carries a vulgar meaning: it is used as an insult about the size of a man’s genitals. The photo no longer appears on Apple’s Korean website, though the company has issued no public statement about the removal.
This is not the first time a major brand has stumbled over the gesture. Game publisher Nexon previously used it in promotional materials for MapleStory and was forced to apologize. “We sincerely apologize for causing concern among our heroes,” the MapleStory team said in a statement reported by The Korea Times. “We will take measures to ensure that the promotional materials in question are no longer distributed and conduct a thorough investigation into the controversy as quickly as possible to take necessary action.” Nexon also confirmed it had pulled all related videos and halted marketing activities connected to the campaign.
The Korea Times noted that the gesture has become perceived as a symbol of misandry among young men in South Korea, adding a layer of gender-political sensitivity that brands now have to navigate in the market.
Apple unveiled the OLED iPad mini as what it calls its “biggest update ever,” emphasizing portability and performance for users ranging from creators to medical professionals. “iPad mini is beloved for its fantastic portability, performance, and display by a wide range of users, from creators and small business owners to doctors, field service workers, and gamers,” Apple’s Vice President of Engineering, Dave Pakula, said in the product announcement. “With a remarkably thinner and lighter design, a stunning new OLED display, the incredibly powerful A20 Pro, and water and dust resistance, the new iPad mini is a huge leap forward for users who love having the full iPad experience in the palm of their hand.”
The device is available for pre-order now and will hit stores on November 6.
The incident comes as Apple deals with separate hardware complaints from customers who purchased the iPhone Duo. Multiple users reported that the inner display on the $2,000 foldable phone cracked, in some cases within hours of unboxing the device. “We are aware of an issue impacting the inner display on a small number of iPhone Duo units,” an Apple representative told CNBC, adding: “If users experience issues with their iPhone Duo display, they should contact AppleCare for a replacement.”